Coming Soon to Your Local

Available at Amsterdam Brewpub on the Lake, and at their Leaside Store. In your local LCBO and Beer Store soon!!!!

Now available at the new Amsterdam Brewpub Store on Queen’s Quay, and at their Leaside Store. In your local LCBO and Beer Store soon!!!! For a closer view, click on the image

This was a dreamy job! A joy to work on, with hundreds of drawings to get from start to finish! How does a job like this come together?

Amsterdam Brewery is celebrating its 25-year anniversary this summer, and part of the hullabaloo is the relaunch of their (416) wheat beer. Named after the Toronto telephone area-code… this beer to honours the Toronto that only Torontonians know! The map and spot-illustration concept was provided by the creative director, Creeshla Hewitt (with whom it was a pleasure to work!).

I just dove right in:

Quite an extensive list of streets and neighborhoods were given to me

My first scribble. Quite an extensive list of streets and neighbourhoods had to be included – from the Junction to Leaside, and from High Park to the Beach. How to fit this all on a beer can?

Once I had the actual layout to play with, it became quite a puzzle to fit all the different parts of the city in the space available

Distances are exaggerated, but I don’t think anyone will use the beer can to navigate the city!

Once the street layout was established, it was time to do the hand-lettering

After the street layout was established, it was time for some hand-lettering! I am an avid o-filler…

I did hundreds of sketches like these and edited it down to about eighty-five

I did dozens of quick thumbnails like these for each illustration

Here's a look at some of the refined sketches... I had three colours to work with, but most of the red came out of these in the final rendition

Here’s a look at some of the refined sketches… I had three colours to work with, some came out of these in the final rendition and not all these drawings made it on the final design

That’s the water tower on Wallace; the Kensington Market cat and chair sculpture by Shirley Yanover (thank-you Shirley for letting me draw your sculpture, I owe you some beer); the Trinity Bellwoods dog bowl is represented by park buddies Milo and Fancy along with a white squirrel; and that’s the Canada Life building with a blinking green weather vane (green = good times ahead); a Glory Hole doughnut; a seagull from the Leslie Street Spit; The Gladstone Hotel; the Ned Hanlan statue now on Toronto Islands; The Goof restaurant in the Beach, across the street from the Fox Cinema; and the Gibraltar Point Lighthouse (it’s haunted!). I worked from reference photos I took from several city-wide excursions.

There are about 75 other images on the packaging, so that gives you plenty to talk about to the person you’re sitting next to at the bar!

4.16% Alcohol content. Amster’ Dam Good Beer!

4.16% Alcohol content. Amster’ Dam Good Beer!

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About Ian Phillips Illustration

I am an illustrator and book designer. View all posts by Ian Phillips Illustration

12 responses to “Coming Soon to Your Local

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